IRS was first conducted in the year: 

(A) 1995

(B) 1965

(C) 1985

(D) 1945

Correct Ans: (A)

Explanation:

The Indian Readership Survey (IRS) was first conducted in 1995. It is the largest continuous study in India that tracks newspaper and magazine readership, along with consumer behavior and media consumption trends.

The Media Research Users Council (MRUC) manages the IRS. The survey provides detailed insights into print media readership, TV viewership, radio listenership, and digital engagement. Because of its large sample size, it accurately reflects audience preferences across urban and rural areas.

Marketers, advertisers, and media planners use IRS data to make informed decisions. For example, newspapers rely on IRS reports to attract advertisers by showcasing their readership numbers. Similarly, brands use the survey to plan targeted ad campaigns based on audience demographics.

Unlike older media research methods, the IRS continuously updates its methodology to ensure accuracy. It incorporates face-to-face interviews, digital tracking, and advanced statistical analysis. As a result, it remains a reliable tool for understanding media trends.

In contrast to IRS, other studies like the Broadcast Audience Research Council (BARC) focus on television ratings, while RAM (Radio Audience Measurement) tracks radio listenership. Together, these surveys shape India’s media landscape.

Over the years, IRS has played a crucial role in media planning, content strategy, and advertising. It continues to evolve, helping the industry adapt to changing audience preferences.